ROK Brand Book

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Inside The Difference

Story Positioning and Tagline Keywords

Mood + Inspiration Logo

Logo Usage

Typography

Fonts Hierarchy Type Elements Usage

Elements Color Graphic Usage

Application Photography

The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.

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Brand Guidelines This Brand Book is intended to guide internal and external teams in the proper management and implementation of all forms of brand communication. The key is consistent visual and verbal representation of the brand to portray its strength, integrity and help maintain trust with our company, customer, and community. The following guidelines serve to lay the foundation of our company, as well as outline how to properly and cohesively illustrate who we are, what we do, why we do it, and how to make it happen. helium creative


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ROK Hotel & Residences // Brand Guidelines


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The Difference What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative


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Absolutely no other hotel or residential tower is positioned in the heart of downtown Kingston and offers the type of amenities, luxury, brand name, location, developer backing that ROK has. ROK Hotel & Residences tells a story of downtown Kingston’s urban renaissance. As the heart and soul of this transformation, ROK truly offers an authentic taste of what the elevated Kingston vibe is like. We connect to the culture, the creative scene, young professionals, music and energy, as the face of this revitalization. ROK utilizes the strength and creative energy of downtown Kingston as its axis of culture and art, as a fresh representation that ultimately reshapes what people know of the city. The ROK brand exemplifies downtown Kingston’s version of an art hotel filled with interesting interiors, colors, textures and language. A new expression of downtown Kingston.

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the difference [brand story]

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BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. The story should be used as a sounding board for future marketing materials, which should evoke a similar emotion, feeling or energy. While the brand story is an etheral piece to narrate the essence of a brand and capture it's spirit and background, it can also be used discerningly for brand materials.

To ride the cusp of change is an opportunity given to few. To be a catalyst for change is a leap taken by the greatest of dreamers. Kingston stands at the edge of a new horizon, one that heralds a progressive culture where young professionals, visionaries, rising artists and entrepreneurs coexist in a melting pot of creative energy. But every revolution has a leader, a face in the forefront that holds space for the transformation ahead. At the heart of downtown Kingston’s resurgence is ROK Hotel and Residences, a tower that overlooks Kingston Harbor along Victoria Pier. More than luxury accommodations and desired hospitality, ROK is a tangible representation of progress. A spirited movement to bring forth the next chapter in Kingston’s story, uniting the community with a modern take on hospitality. One where guests and residents can connect with local art, dining, and culture in a seamless blend of the downtown environment with ROK’s curated atmosphere.

Kingston is a city rich with vibrant color and generations of pride; a city saturated by the energy of music, art and dance. A city layered by history, heritage, and spirit – where streets act as arteries that connect one moment to the next – a constant pulse and undeniable rhythm beating from its very core. ROK acts as the beacon of downtown, the root from which new life grows and legacy is embraced. The fine balance of contemporary luxury, world-class service, and Kingston’s authentic cultural tapestry. A balance of tradition and innovation. In its simplest form, this hotel and residential tower is a premier destination that offers guests an elevated feel of Kingston within an exceptional environment of designer finishing, unexpected details, familiar comforts and amenities. Where design pays homage to a forward-thinking culture that echoes the aspirational downtown lifestyle of creativity, energy and excitement. ROK embraces the renewed spirit of Kingston through a curated selection of local art, music, and authentic flavors, while embracing the downtown vibe along Victoria Pier. But peel back layers and discover ROK to be an inspired gathering place at the helm of Kingston’s urban renaissance. ROK Hotel & Residences // Brand Guidelines


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the difference [brand story continued]

Like an artist crafting the vision for his next masterpiece, he does not start with a blank canvas. He starts with a feeling. He starts with a story, with an inspired idea before that very first brush stroke. ROK is a layered work of art beginning with a simple brush stroke that speaks the story of downtown Kingston. It then layers the energy of its people, collages imagery of past hopes and new ideas. Textured by innovative design, patterned with the natural environment, organic materials. ROK is an abstract reflection of Kingston’s heritage and literal representation of its future. An environment where guests can feel authenticity simply by walking through the lobby, where they’re left with a desire to peel those layers back further and discover more. ROK is a bold statement announcing the reimagining of downtown Kingston. helium creative

A renewed vision that honors the past while leaping head first toward its future. A vision for the culture, for Jamaica, and for the people. The people who make Kingston thrive, who are passionate about their heritage, and who are part of its anticipated evolution. A vision with ROK as the beacon of its uprise.


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the difference [positioning statement]

For discerning travelers and residents who seek a 4-star, authentic downtown experience in Kingston, Jamaica, ROK Hotel and Residences is a premier hospitality destination offering an elevated feel of Kingston within an exceptional environment of three signature dining venues, state-of-the-art fitness and wellness center, contemporary designer furnishings and finishes, centralized location to Victoria Pier overlooking Kingston Harbor, expansive water and city views, amenity deck, meeting rooms, curated selection of local art, and outstanding guest services. By embracing the creative and economic evolution of downtown Kingston, ROK weaves the spirit of this urban renaissance in its own culture in all forms of communication.

POSITIONING The positioning statement defines what makes a company unique in the industry and is used to collectively understand the brand ‘niche’ or position. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is leading and why is that footing unique? helium creative


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ROK Hotel and Residences is the pulse of downtown Kingston, offering an authentic cultural experience within an exceptional hospitality environment.

MISSION The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. ROK Hotel & Residences // Brand Guidelines


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key messaging [residence focus]

Residence Focus

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HEADLINE

HEADLINE

A LIFESTYLE OF INNOVATION

KINGSTON’S CULTURAL TAPESTRY

SUPPORTING STATEMENT

SUPPORTING STATEMENT

ROK offers a progressive culture where young professionals, visionaries, rising artists and entrepreneurs coexist in an environment of creative energy. A residential tower that offers guests an elevated feel of Kingston within an exceptional environment of designer finishing, unexpected details, familiar comforts and amenities. Where design pays homage to a forward-thinking culture that echoes the aspirational downtown lifestyle of creativity, energy and excitement.

ROK is a spirited movement to bring forth the next chapter in Kingston’s story, uniting the community with a modern take on hospitality. A fine balance of contemporary luxury, world-class service, and Kingston’s authentic cultural tapestry.


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HEADLINE

HEADLINE

HEADLINE

A NEW RHYTHM IN DOWNTOWN KINGSTON

A PROGRESSIVE URBAN RENAISSANCE

A NEW EXPRESSION OF DOWNTOWN KINGSTON

SUPPORTING STATEMENT

SUPPORTING STATEMENT

SUPPORTING STATEMENT

Kingston is rich with vibrant color and generations of pride, saturated by the energy of music, art and dance. ROK Residences embraces Kingston’s urban roots and legacy while tapping into the rhythm of its next chapter. A balance of tradition and innovation, where residents connect with local art, dining, and culture in a seamless blend of the downtown environment amidst ROK’s curated atmosphere.

ROK is a spirited movement to bring forth the next chapter in Kingston’s story, uniting the community with a modern take on hospitality. A fine balance of contemporary luxury, world-class service, and Kingston’s authentic cultural tapestry.

ROK is a bold statement announcing the reimagining of downtown Kingston. 1- to 3-bedroom inspired residences and penthouses feature innovative design and amenities. An abstract reflection of Kingston’s heritage and literal representation of its future, ROK is an environment where residents feel authenticity simply by walking through the lobby. A residential tower that offers a contemporary urban lifestyle of luxury interiors, services and accommodations to connect with Kington’s renaissance from the comfort of your home.

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key messaging [hotel focus]

Hotel Focus

HEADLINE

DISCOVER A NEW EXPRESSION OF DOWNTOWN KINGSTON SUPPORTING STATEMENT ROK Hotel offers contemporary urban luxury and amenities in Jamaica’s most legendary and progressive city. ROK is an authentic taste of Downtown Kingston amidst a curated designer atmosphere, woven with local art, music, dining, and culture. With a state-of-the-art fitness center, amenity deck, signature restaurant, café and market, ROK Hotel is the only way to tap into the energy of downtown Kingston’s cultural tapestry.

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HEADLINE

HEADLINE

COME FOR THE VIBE, STAY FOR THE EXPERIENCE

EXPERIENCE THE URBAN RENAISSANCE OF DOWNTOWN KINGSTON

SUPPORTING STATEMENT

SUPPORTING STATEMENT

At the heart of Downtown Kingston is ROK Hotel, a newly designed and developed landmark property that offers guests an elevated feel of Kingston within an exceptional environment of designer finishing, unexpected details, familiar comforts and amenities. An inspired gathering place at the helm of Kingston’s urban renaissance, ROK is an axis of culture, art, technology and business within a curated environment of contemporary luxury.

Tap into the creative energy of Kingston’s progressive culture, where young professionals, visionaries, rising artists and entrepreneurs are inspired to escape, create and feel the rhythm of this legendary city. ROK Hotel offers a curated selection of local art, music, and authentic flavors in a curated environment of contemporary urban luxury, embracing the downtown vibe along Victoria Pier overlooking Kingston Harbor.

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the difference [pillars]

BRAND PILLARS The pillars of your brand are the deep-seeded truths that your brand embraces every single day—culturally, emotionally, physically. It’s what you want people to know about who you are. helium creative


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Authentic:

ROK reflects the urban renaissance of Kingston, highlighting the creative, cultural and entrepreneurial energy of downtown. The vibrancy of Kingston is communicated through art, dining, music, interior space, design, and language

Luxury:

Designer accommodations, contemporary conveniences and outstanding hospitality service offers an authentic downtown Kingston experience within a 4-star curated designer environment.

Relationships:

The relationships built with our guests, staff and community is priority. ROK is focused first and foremost on creating hospitality experiences that are both intuitive and meaningful.

Creative:

The creative expansion of downtown is essential to Kingston, and at the core of ROK’s position. Passion for the city, its people and culture fuels ROK. From textures and patterns, to music and visual art; from engaging interactions to thoughtful brand experiences, the creative pulse of ROK is key to its story and voice.

Urban Renaissance:

With the rise of entrepreneurs, visionaries and creatives in downtown Kingston, a united thread has woven a fabric of change for cultural renewal. ROK embraces this movement by nurturing and connecting its main pillars, offering an inspired space to gather in an authentic reflection of downtown Kingston . where art, business and technology intersect.

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the difference [key words]

Hospitality Heritage Authentic Tradition Creative Experience Urban

Renaissance Renewal Diverse Vision Potential Inspire Energy

BRAND WORDS Key words can help describe, identify or empower a brand. They are used to discuss the brand internally or to market, whether in sales collateral, messaging, PR, social media, or any other platform. Brand words help describe the feeling, mood and story of the brand or product. helium creative


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Lifestyle Luxury Connect Environment Spirit(ed) Vibrant Color

Texture Rhythm Culture Destination Visionary Art Resurgence

Vibe Pulse Inspired Passion Gathering place Heart(beat)

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MOOD + INSPIRATION: The overall mood and inspiration for ROK Hotel and Residences is derived from its location: culture, creativity, vibe, energy, heritage and current Renaissance. Colors and textures are taken from the interior design palette, as well as the Jamaican environment, and Kingston's urban downtown cityscape. There is always a juxtaposition of elevated refinement, which speaks to the luxury experience of ROK, against a more gritty aesthetic to capture the creative and urban aspect of Kingston. Design is modern, clean and playful, while supporting elements such as paper and photography can offer more texture and tactile feel. The images to the right are a consolidated mood + inspiration board for any continued design applications.

Mood + Inspiration The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative


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Logo Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative


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FINAL LOGO The ROK Logo is a strong, bold mark with an undeniable presence. The main logo is shown in it's three color variations on this page: green, white and black. Additionally it is used in gold foil whenever applicable. ROK Hotel & Residences // Brand Guidelines


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LOGO VARIATIONS The ROK Logo has several variations when used for either Hotel or Residences. Either of the featured forms are acceptable in their proper application and brand color. helium creative


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logo [proper logo usage]

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LOGO ON BRAND ELEMENTS + PHOTOGRAPHY When the logo is used over any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in. ROK Hotel & Residences // Brand Guidelines


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logo [proper logo usage]

120 px .95�

SCALING

SCALING FOR DIGITAL

The logo can be scaled to a minimum size of .95� wide for printed material. If it needs to be any smaller, remove "Hotel & Residences".

The logo can be scaled to a minimum size of 120 px wide for digital material. If it needs to be any smaller, remove "Hotel & Residences".

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.5" safe zone

PADDING Allow for at least .5" around the logo for appropriate clearing when placing an image or text near the logo. Text can easily compete with the logo and interfere with it’s strength. Ample white space is always preferred.

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logo [improper logo usage]

IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.

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ADDING ELEMENTS

SKEWING THE LOGO

Adding other graphic elements such as strokes, outer glows or drop shadows are not permitted.

The logo must always be scaled proportionately. Never skewed or stretched.


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HOTEL & RESIDENCES | KINGSTON

ALTERING THE LOGO

CHANGING COLOR

ALTERING FONT

Don’t mess with a good thing! Let it be. No playing with sizing, scale, composition, etc.

No weird colors, please! Stick to our brand colors and proper usage. Keep it classy.

The logo must always maintain its integrity. Do not change the font please! ROK Hotel & Residences // Brand Guidelines


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logo [improper logo usage]

LOGO ON BACKGROUND When the logo is used on any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples as a guide of what not to do.

PHOTO IS TOO BUSY AND DOES NOT OFFER ENOUGH CONTRAST TO SHOWCASE LOGO. USE A DIFFERENT CROPPING OF IMAGE. helium creative


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FIND CLEAR SPACE IN PATTERN TO GIVE MORE CONTRAST TO LOGO. IT SHOULD NOT HIT WHITE SPACE.

NOT ENOUGH CONTRAST WITH COLOR. USE DARK LOGO INSTEAD. ROK Hotel & Residences // Brand Guidelines


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READER PRO Reader Pro is the primary typeface used for ROK Hotel & Residences. Reader is a neo–grotesque typeface created by Colophon Foundry. A modern sans-serif with geometric properties, balance and various weights, Reader is perfect for readablity, distinction and character.

Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative

Reader Pro / Bold Reader Pro / Medium Reader Pro / Regular


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REEADER PRO BOLD CHARACTERS

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _+ ={}

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typography

BERTHOLD AKZIDENZ GROTESK Akzidenz-Grotesk is a trademark of Berthold Types Limited, first published in 1898. It is a classic, modern typeface with distinct features and bold appearance that acts as a great supporting typeface for ROK.

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AKZIDENZ EXTENDED


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BERTHOLD AKZIDENZ GROTESK CHARACTERS

AA BB CC DD EE FF GG HH II JJ KK LL MM NN OO PP QQ RR SS TT UU VV WW XX YY ZZ 1234567890 !@ # $ % ^ & * ()-_+={} ROK Hotel & Residences // Brand Guidelines


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typography [hierarchy]

DISPLAY HEADLINE SUBHEADLINE / Subheadline Body Copy

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DISPLAY Berthold Akzidenz Grotesk Extended Medium 40 pt tracking Suggested leading: = font size ALL CAPS

HEADLINE Reader Pro Medium / Bold 0 pt tracking Suggested Leading: = font size ALL CAPS

SUBHEADLINE Reader Pro Regular 0 pt tracking Suggested Leading: 2 pt > font size BODY COPY Reader Pro Regular 20 pt tracking Suggested leading: 2 pt < font size


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HEADLINE

DISPLAY

SUBHEADLINE

- PRIMARY HEADLINE

- TYPOGRAPHIC ELEMENT

- Subheadlines

- SECTION TITLES - PRIMARY INFORMATION

- SHORT STATEMENT - WAYFINDING PRIMARY

- SUBTITLES - Supporting information - WAYFINDING SECONDARY

- MAIN BRAND ELEMENTS

- BUTTONS

BODY COPY

- All large bodies of text

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Elements Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative


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PANTONE ® (C & U) The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System. Pantone C is listed for coated paper, while Pantone U is listed for uncoated paper.

RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.

HEX (#) The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

COLOR The ROK palette is filled with colorful contrast inspired by the heritage and landscape of Jamaica. It is a playful pairing used to communicate culture, executed with refined sophistication that speaks to the luxury hotel and residence. ROK Hotel & Residences // Brand Guidelines


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elements [color]

Add gold foil here

GREEN Pantone 7736 RGB 57, 85, 66 CMYK 56, 0, 58, 78 HEX #395542

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GOLD Pantone 2006 RGB 235, 188, 78 CMYK 0, 22, 77, 0 HEX #EBBC4E

CORAL Pantone 3242 RGB 214, 105, 101 CMYK 4, 71, 54, 0 HEX #D66965

CREAM Pantone 9080 RGB 228, 226, 219 CMYK 11, 7, 11, 0 HEX #E4E2DB

GOLD Pantone 10129 FOIL


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100%

90%

80%

70%

60%

50%

40%

30%

20%

TINT A color tint can be used to work with an overall composition and create contrast or monochromatic imagery. Tints are not meant to be used on the logo. ROK Hotel & Residences // Brand Guidelines

10%


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elements [design]

GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.

LOGO TILES The ROK logo can be used as design elements to anchor in corners of a composition as featured to the right. This stacked version of the ROK logo is ideal for brand materials, signage, sales collateral and merchandise in lieu or addition to the main ROK logo. The ROK logo tile can ONLY be used in the featured form, with the letters stacked in the order shown: R in the upper left, O in the lower left, K in the lower right, and if applicable, KINGSTON in the upper right. helium creative


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elements [graphic] [design]

LEAF ELEMENTS Custom art patterns are used to further the identity system. Leaf elements can be used as a pattern or individually in a composition to further identify the ROK brand.

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elements [design]

KINGSTON GRAPHIC The Kingston graphic is a typographic design element used to add texture and heritage to a composition. It is not to be mixed with other design type. Ideal use is within negative space on photography, as signage, or other marketing collateral. Gold foil is preferred for print. helium creative


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HERITAGE EMBLEMS Heritage emblems are used similar to the Kingston graphic. They accent a design and further brand identity. They are preferred in gold foil when applicable for print. ROK Hotel & Residences // Brand Guidelines


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elements [mock up]

Application The following pages showcase both concept and approved brand materials. They can be used as visual reference for future brand materials. helium creative


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application [mock up]

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application [mock up]

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application [mock up]

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application [mock up]

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OVERALL STYLE Photography styling of ROK Hotel and Residences is vibrant and engaging. Main categories include: Lifestyle, Culture, Environment and Texture. and Product. Photographs will always feel candid, while balancing a refined, yet approachable mood. Photos will never appear overly posed or like stock. The following pages overview general styling and concept.

Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative


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photography

LIFESTYLE These images showcase the heart and soul of the ROK experience. Engaging interaction with the environment, hotel, amenities and location. These images should be dynamic, inspiring, and candid. People enjoying the community, the property and amenities. helium creative


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photography

CULTURE Culture images convey the urban renaissance of downtown Kingston, as well as the art, music, technology, professional and heritage influence surrounding ROK. These images should feel captivating, energetic, sometimes moody and vibrant. They serve to capture the spirit of ROK. helium creative


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photography

ENVIRONMENT + TEXTURES These are brand images that are used for texture, color, and background. They demonstrate the location of ROK in Kingston, as well as macro/textural images of elements that speak to the brand story. These images should expertly create art out of natural or made made material. helium creative


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photography

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photography

PRODUCT Product images will depict any ROK related residence, amenity or space without lifestyle. These images will showcase F&B features, branded material, pool, interiors in an engaging and dynamic manner with color correction to fit the ROK palette. helium creative


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ROK Hotel & Residences // Brand Guidelines


brand concept and design by helium creative. 3327 ne 32 street, fort lauderdale, florida 33308

| heliumcreative.com | 954.333.8900


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